the gym case study - romania digital marketing 2013 #dmfbuch
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The Gym Group. Social Media Success
#DMFbuch
Workflow
1) Setting the social scene 2) The Gym Group Case Study 3) Facebook algorithm success – Edging It! 4) Content Insight 5) Software
Social Goals: 2013
Low cost, contract free budget gym chain
Open 24 hours a day
All major cities covered - London, Manchester,
Liverpool, Birmingham, Nottingham, Glasgow
Joining process - Completely online
Budget gym of the year
Who Are The Gym?
Success In Numbers
Who Are The Gym?
The Platforms.
0 20,000 40,000 60,000 80,000
Jan-12
Jan-13
Google+
Engagement Levels.
0
20000
40000
60000
80000
100000
120000
Talking AboutThis
Reach StoriesCreated
2011
2012
2013
How Engaged Are They?
0
5000
10000
15000
20000
25000
30000
35000
40000
45000
2012
2013
Twitter.
103% 61% 32% 36%
Follow Growth Re-Tweets Click-
Through Favourite
Facebook.
734% 63% 117% 227%
Page Growth Shares Comments Likes
How?
Seamless sign-off process
Minimal stakeholder involvement
Accountability
Trust
Facebook Applications.
30 Days Of September.
30 Days Of September.
Free annual gym membership given everyday
Lots of other prize giveaways
Cross-channel branding integration
Simple mechanism
30 Days Of September.
513% student membership increase (Y on Y)
Under-represented areas grew as much as 150%
2.5k non-member emails collected
TGG website referral traffic increased 500%+
Facebook Ads.
£1,000 budget got over 3.6 million impressions
23p a Like through careful optimisation – 0.251% CTR
Images with women work best!
FREE gets peoples attention
Campaign Takeaways.
Email still works
Facebook Ads are great at ensuring a constant stream of impressions
KISS it – People are lazy!
Campaigns take far longer to implement that first thought
A quick and efficient support tool
To aid retention
To promote events, offers and services
To promote brand awareness
Why The Gym Use Social Media?
“It’s not always possible to entirely link the ROI of social
media to sales to the business, but we know without a
question of doubt that social media has a huge impact.
…and that’s good enough. Our customers demand it
and expect it and as a business, we can’t afford to lose
any kind of competitiveness.”
The Gym On Social Media
Ranking: 2013
Facebook: Play The Algorithm
Facebook: Play The Algorithm
Affinity Weight Decay Edge
Facebook: Play The Algorithm.
Brand Page
Brother High Affinity
High Weight High Edge
Value
Low Edge Value
Low Decay
Low Affinity
Med Weight
High Decay
Facebook: Brands Pages
HIGH
LOW
HIGH
Content: Give Them Want They Need
Want Need
This is what will get you engagement
Content: Humanise It
eat chocolate, hate Monday mornings, free lunches, good music, sleeping in on a rainy day, love finding money down the sofa, skinny dipping, get excited when they receive their Amazon delivery, laugh when people fall over, hate getting caught by red lights, like that fresh bed sheet smell, enjoy an unexpected compliment…
Gym Types
Good Content Takes Time
“The amount of time required to develop a presentation is directly proportional to how high the stakes are”
Source: Slideology
Not All Good Content Is Found
Types of Content
Social Software
Sprout Social
Socially optimise your website
Not to rely on just a single social network
Don’t forget to ask your customers to connect with you
Constantly review patterns in your data
Advice.
Questions?
? @StevenGradidge
